British Rap Artist Promotes New Album In AR

In an innovative use case of augmented reality (AR), British rap artist, Giggs is using the technology to promote his latest album BIG BAD… in Shoreditch, London, UK.

The album is being promoted via an AR wall mural in the city, created by Gate Reality, an AR and virtual reality (VR) production house, and ALLOVER, an experiential advertising agency. All fans need to do is download an app via a QR code at the wall, then point their device at the wall to watch the hand-painted mural come to life with a scene based on the album launch video.

Giggs is part of Island Records, a British record label owned by Universal Music Group whose other artists include, Dizzee Rascal, Ariana Grande and Mumford & Sons. Akosua Scantlebury, Urban Division Manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and ALLOVER, I think it is safe to say we achieved that.”

“Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase,” Ed Morris, Co-Founder & Director at Gate Reality commented.

“By combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

If you want to see the AR wall mural for yourself, head down to 28 Redchurch Street, London, and don’t forget your phone. BIG BAD… is the fifth studio album by Giggs, released a couple of weeks ago.